Marketing for Engineers, Scientists and Technologists

Acknowledgements

Part 1 Introduction to the context of marketing

Chapter 1 What is marketing and why do it?

Chapter 2 The marketing system

Chapter 3 Contemporary issues and contexts in marketing

Part 2 The tools of marketing

Chapter 4 The integrated marketing mix: Product

Chapter 5 The integrated marketing mix: Price

Chapter 6 The integrated marketing mix: Place

Chapter 7 The integrated marketing mix: Promotion

Chapter 8 The integrated marketing mix: Service extension: people, physical evidence and process

Part 3 Skills for implementation

Chapter 9 The collection and management of marketing information

Chapter 10 Finance for marketing

Chapter 11 Managing people

Chapter 12 Project management

Chapter 13 Consultancy skills

Part 4 Bringing it all together

Chapter 14 New product development

Chapter 15 Management of market driven quality

Chapter 16 The marketing plan

Glossary

Index